Arts Marketing

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Routledge, 30 мар. 2007 г. - Всего страниц: 240
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Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist in the field.

Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums, through to the film industry and popular music.
 

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Содержание

1 Introduction
1
2 The marketing of popular music
6
3 Marketing in the film industry
26
4 The marketing of theatre
42
5 The marketing of opera
68
6 Marketing and jazz
98
7 The theory and practice of visual arts marketing
119
understanding different types of audiences
139
a multisectoral interdisciplinary and international perspective
159
10 Key issues in arts marketing
187
References
198
Index
219
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Об авторе (2007)

Finola Kerrigan

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